Commonsense Direct & Digital Marketing [Paperback]

Drayton Bird (Author)

Book Description

Publication Date: July 28, 2007 | ISBN-10: 0749447605 | ISBN-13: 978-0749447601 | Edition: 5th

Drayton Bird's Commonsense Direct and Digital Marketing needs no introduction to marketers and direct marketers. It is not only seen as the authority on direct marketing execution, but is also widely appreciated for its engaging, non-nonsense style. The latest edition takes the book into new territory -- the field of digital marketing. It gives the marketer the tools, techniques and structures needed to produce effective and profitable marketing across the direct marketing spectrum, from simple letter to focused web-based campaigns. For anyone involved in direct marketing, this book provides not just the structure for success but also an energizing insight into the techniques behind some of the world's most successful direct marketing campaigns.

Editorial Reviews

Review

"Read and re-read it.  It contains the knowledge of a lifetime." -- David Oglivy

About the Author

Drayton Bird was Vice Chairman and Creative Director Worldwide of Ogilvy and Mather Direct, the world’s largest direct marketing firm.  Today he is Chairman of The Drayton Bird Partnership, which handles direct marketing and other marketing activities for clients both large and small.  He is also the author of How to Write Sales Letters that Sell (also Kogan Page).

Product Details

• Paperback: 434 pages
• Publisher: Kogan Page; 5th edition (July 28, 2007)
• Language: English
• ISBN-10: 0749447605
• ISBN-13: 978-0749447601
• Product Dimensions: 9.7 x 7.5 x 1 inches
• Shipping Weight: 2.1 pounds (View shipping rates and policies)
• Average Customer Review: 4.6 out of 5 stars  See all reviews (9 customer reviews)
• Amazon Best Sellers Rank: #57,919 in Books (See Top 100 in Books)
  • #25 in Books > Business & Investing > Marketing & Sales > Marketing > Direct

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Customer Reviews

Most Helpful Customer Reviews

10 of 11 people found the following review helpful:

5.0 out of 5 stars This is it! Everything you need to know about the business, July 22, 1998

By A Customer

This review is from: Commonsense Direct Marketing (Hardcover)

This book contains all of the information you need to know about direct marketing. It puts aside the myth regarding the 1-2% return on mailings. I had no idea that a 50% return was possible! The book is full of proven advice and tips; planning, list selection, the offer, pricing...it goes on and on. Reading it from cover to cover gave me the information necessary to execute my own mailing which cost me less than $200 but reaped close to $100,000. Read it!

4 of 5 people found the following review helpful:

5.0 out of 5 stars A remarkable overview of the direct marketing business, May 22, 2008

By 

Loren Woirhaye "Direct Response copywriting ... (Easthampton, Massachusetts - Los Angeles, California) - See all my reviews
(VINE VOICE)   

Amazon Verified Purchase

This review is from: Commonsense Direct & Digital Marketing (Paperback)

I own an earlier edition of this book, written before
the internet stuff was added.

Still, Drayton Bird is a fine writer and he explains
things lucidly and he has hella' experience and knows
of that which he writes.

He has a good sense of humor. Sort of droll.

No book can cover it all, but this one does a good job
of touching on major points any direct marketer should
really get a grasp of.

It isn't until about half-way through that Bird gets into
Copywriting but he covers a lot of ground quickly in this
area. If you write copy you SHOULD read a lot of books
and read a lot of copy - one book doesn't do it.

It's not obvious to everyone but there are some "copywriters"
out there that don't actually know marketing very well.
They are best avoided if you are paying for copy, and this
book will help you a lot if you are thinking of writing
your own copy or thinking of hiring somebody to do it for you.

Favorite quote (of many):

"If you pay peanuts, you get monkeys"

Funny guy, that Bird.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Timeless Wisdom From a Master, August 3, 2010

By 

Mark (Perth, Western Australia) - See all my reviews

Amazon Verified Purchase

This review is from: Commonsense Direct & Digital Marketing (Paperback)

IF you know about Drayton Bird, then you know he's a bit of a legend. If you don't know about him, well then what are you doing in marketing/advertising?

But seriously, this book is a goldmine of marketing ideas and advice that are designed to get results.

If results matter to you, then get this book.

If you want fancy marketing and branding theory, then this is not for you.

It's a big book packed with tips on what to do and how to do it.

All delivered in Bird's irascible and highly amusing style.

As the name implies, it's about direct marketing. In other words the hard nosed approach towards getting the sale and the profit.

It should be required reading for all marketers and advertisers, but sadly it isn't.

That makes it a secret weapon for those of us in the know.